Email Swipes | Email marketing teardowns for SaaS brands

Shownotes:When SaaS companies raise their prices, the internet explodes – but why do some brands face massive backlash while others skate by unscathed? If you're Jess Haney, you don’t just follow the drama, you collect over a dozen pricing increase emails, analyze the social media storms that follow – and distill the patterns into a must-read report. From Canva's rollback to Kit's creator rebellion, discover what makes customers rage-quit versus grudgingly accept – and the three non-negotiables that could save your next price increase from becoming a PR disaster.About our guestJess Haney is the founder and head strategist of Open Loop Studio — a lifecycle email agency for B2B SaaS companies with free trials who are ready to increase conversions and turn trial users into revenue.Ideas you don’t want to miss(4:45) Why companies should take social media price increase rants seriously – even if they seem overblown (6:34) The crucial (and easily reversible!) mistake that sends angry customers to social media (9:36) The only reality where brands get positive reactions to price increases – and how to spin that to your advantage (16:48) Jess's non-negotiable rules for price increase emails (hint: no-reply = no-no) (20:38) The Kajabi paradox: why a well-written email still generated massive complaints (24:42) What Jess swipes religiously (and it's not promotional emails)Links from this episodeTake 76% off the complete email toolkit with our Black Friday Blowout Bundle. And as an Email Swipes listener, you get an extra 10% off with coupon code 10OFFBFCM25!Grab Jess's free Price Increase Email Report to see what 10+ SaaS companies did right (and wrong) with their pricing announcementsFollow Jess on LinkedIn and YouTube or book a lifecycle callListen to Ep. #30 with Rand Fishkin about SparkToro's intentional approach to customer communicationRevisit Ep. # 42 for how I handled Detrack’s pricing increase email – and compare my approach to the insights Jess shared todayGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on September 25, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️Let’s dive into the strategies and methods used in the SparkToro feedback-slash-winback email, featured in Episode 30.Ideas you don’t want to miss(03:54) Takeaway 1: 1:1-style personal emails don’t have to be (or usually shouldn’t be) all or nothing(04:48) Takeaway #2: Flex those humility muscles before asking for customer feedback(05:55) Takeaway #3: Use email content to take shared values further(08:00) Takeaway #4: Learn (and use) your customers’ lifecycle(08:49) Takeaway #5: Use choice to increase relevance when you don’t have the right data(09:17) Takeaway #6: Don’t blindly follow your competition(10:02) Takeaway #7: Understand screen fatigue and cut whatever you canLinks from this episodeTake a look at the emails we featured in Ep. 30Plan more effective emails with my Ecomm Playbooks or SaaS Success PackFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ This is a replay episode originally aired on September 18, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️When your audience only needs your software inconsistently, how do you distinguish between disappointment or product misalignment – and natural lifecycle usage? If you’re Rand Fishkin, you send an all-rounder email that collects product feedback, updates churned customers, and improves the world’s home Italian cuisine – all at the same time.About our guestRand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.Ideas you don’t want to miss(08:42) How SparkToro tag teams their email communications – and how each sender flavors their emails with unique perspectives(11:50) The unique lifecycle of the SparkToro customer – and the even more unique response and encouragement of the SparkToro team and communications(19:11) How feeding bias into the email copy actually improves responses and gives the team better feedback(19:57) How they keep this email updated, without maxing out the team(21:31:) Why you shouldn’t use cream in your pasta – and what you should do instead(22:33) The simple filter that helps the team deprioritize the requests that won’t serve their core customers(27:01) The changes Rand wants to make to this email (and every other email he sends)Links from this episodeTake a look at the emails we’re talking about todayDiscover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToroPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.Connect with Rand on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on February 26, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️Let’s dive into the strategies and methods used in the Semrush case study email, featured in Episode 36.Ideas you don’t want to miss(02:58) Takeaway #1: Use 1-off communications as a testing playground(04:15) Takeaway #2: Don’t just collect data, use it too(05:27) Takeaway #3: Make room for the crazy(05:51) Takeaway #4: Share, collaborate, and build in public(06:08) Takeaway #5: Change up the sender name and branded elements to create a pattern interrupt(08:05) Takeaway #6: Tap into your teams for insights(09:05) Takeaway #7: First strategy, then copyLinks from this episodeTake a look at the emails we featured in Ep. 36Explore more on how teams vs. customers view brands in our episode with Bit.lyPlan more effective emails with my Ecomm Playbooks or SaaS Success PackFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on February 19, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️What happens when you’re reviewing email performance and a team member suggests combining your two best emails? If you’re Taylor Raffa of Semrush, you agree – and develop a home run email that wins again and again across all products and price points.About our guestTaylor Raffa is the Mass Email Team Lead at Semrush, a leading SaaS platform for digital marketing. Her team crafts engaging newsletters, drives impactful campaigns, and fosters a strong culture of connection. With over a decade of international email marketing experience across diverse industries, Taylor has worked in the US, France, and now the Netherlands.Ideas you don’t want to miss(02:40) How Semrush (brilliantly) structures their email team(05:12) The “wild idea” behind the template mosh(09:15) The tangible and intangible results of this email combo(11:18) The #1 factor Taylor thinks gave the email success(07:15) The design elements and shifts that contributed to this email’s success(19:06) How they've adapted the email since – across multiple price points and products(20:10) The brand that has Taylor “smelling the store” in her inboxLinks from this episodeTake a look at the email we’re talking about todayCheck out all the way-more-than-SEO offerings from SemrushPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.Get sensory overload in your inbox when you subscribe to Lush’s emailsConnect with Taylor on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player